Vitafol®
Revitalizing the Leading Prescription Prenatal Vitamin Brand
Challenge
- After over 30 years as a leading vitamin brand, Vitafol faced the challenge of reaching new audiences to drive further growth. The brand had focused on traditional marketing methods and had a limited online presence beyond its product-centric website
Goals
- Redesign Vitafol’s website
- Update the brand’s customer journey and marketing funnel
- Develop an engaging and targeted social media program to increase brand awareness
- Strengthen the brand’s online presence
Our Approach
- Shifting from a product-centric to a patient-centric approach in all marketing efforts
- Redesigned the website to align with the patient’s pregnancy journey
- Implementing a holistic digital marketing program for both organic and paid social media
The Actions
Website Redesign
Conducted a complete revamp of the website to align with the patient’s pregnancy journey. Created three distinct customer journeys for specific audience segments.
Social Media Presence
Established and grew social media channels on Instagram and Facebook with engaging, relatable, and educational content about health, wellness, nutrition, and parenting.
Articles and Blogs
Developed patient-centric articles as part of a blogging program to provide educational content and add value to the Vitafol website.
The Results
6.3 million
impressions on Facebook and Instagram through advertising
13.9%↑
Google search ad conversion rate on key website actions
2x
Doubled the number of new website users in 2021 compared to the previous year